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Your Guide to Geolocation

Your Guide to Geolocation

Geotargeting is a method of online marketing that uses location data to target relevant content to specific users. It’s often used in conjunction with other digital marketing strategies such as retargeting, search engine optimization (SEO), and email marketing. While the basic concept may seem simple, there are actually a number of different ways that you can use geolocation to get your message in front of the right people at the right time. In this guide, we’ll cover everything from how these different methods work (and why they’re effective) to what factors you should consider before choosing one over another for your campaign.

Geolocation

geolocation
With geolocation, you can target your audience more effectively. Credit: Shutterstock

Geolocation is the process of determining the real-world geographic location of an object, such as a mobile device or IP address.

The term geotargeting refers to targeting specific locations, interests, and demographics with marketing campaigns. Geotargeting can be done by choosing from a list of predefined areas (for example, zip codes), defining custom polygons on Google Maps for precise targeting, or using an IP lookup database for more granular targeting options.

For example, if you are running an ad campaign for holiday shopping in New York City, but want your ads appearing only to people who live within city limits and not those visiting from out of town, you could use specialized geotargeting to ensure that only New Yorkers would see your ads instead of just anyone within 100 miles of Manhattan!

Geofencing

Outsmart the competition. Credit: Shutterstock

Geofencing is a subset of geolocation, and it gives you the ability to target your most prized potential clients.

By creating a geofence within a location where your target audience frequently visits—such as a shopping mall or university campus—you can increase the likelihood that they’ll see your ad when they’re near one of these places (and thus be more likely to visit). In addition, if you offer a luxury product, you could create geofences around the wealthiest areas within your target location.

To deliver the maximum amount of ads to your prime prospects, we bid higher on ads served within the geofence. Geofencing, a highly specialized process, comes with a larger price tag. It can deliver a high return on investment, however, because of its hyperspecific targeting.

Geotargeting

If your product is particularly popular with a certain group, geotargeting may be for you. Credit: Shutterstock

Geotargeting allows you to target people based on their demographic data. This can be especially useful if your product or service caters to a specific audience. For example, a medical spa that focuses on laser hair removal may want to reach women specifically within Manhattan and the surrounding boroughs. Using demographic data, we can target potential customers based on sex, age, marital status, income level, interests, and more.

Geotargeting allows you to select particular regions and further customize your campaign by targeting individuals with specific backgrounds or interests within that region. As a result, your ads will often see greater engagement and greater return on investment.

Geoconquesting

Geoconquesting can take your targeting down to a single address. As a result, you can go directly after your competition. We can deliver ads to people currently shopping at your competitors’ address. This method is especially effective if your business is offering a unique sale or discount. Customers may rethink their shopping habits if they see that your location is more affordable.

We also have the ability to target all devices that have been to a particular location within six months; this is called a “lookback.” Lookbacks allow you to go after some individuals who have visited your competitors’ locations.

Geoconquesting is also useful at trade shows. Geoconquesting “micro-proximity” targets people in real time while they are at an event like a trade show. This method is extremely effective because it allows you to deliver a message at the exact moment when it will be most relevant.

Which method is best for your campaign?

There are a number of ways you can go about targeting your audience based on location. Geotargeting is one of the most affordable and effective options, especially if you want to reach a broad group of people or even just specific cities.

Geofencing is helpful if you want to go after premium clients that are often based in a specific location. Geotargeting uses demographic information instead of location data to achieve this. Both of these methods allow you to specifically target customers you believe to be more interested in your product.

Finally, geoconquesting lets you go after the competition directly. This method is especially effective if you’ve experienced competitors cutting into your business.

These four methods of geolocation allow you to target your content based on your business’ goals. Consider your customer base as well as your location when creating your geolocation strategy. The most important thing is that you choose the right method so that your campaign is successful.

Libby Foster is a Marketing Specialist at Purplegator. She’s currently getting her master’s in Advertising and Public Relations at the University of Alabama.

Boost Radio Station Engagement With Text Message Marketing

Boost Radio Station Engagement With Text Message Marketing

Texting is an easy way to stay in touch with friends and family. But for radio stations, the technology has even greater potential. With over 18 billion text messages sent per day, it’s clear that audiences are eager to communicate by phone. In fact, text messaging has replaced email as the preferred method of communication among Millennials—and that’s only going to increase as this demographic becomes older and more influential.

Give Listeners What They Want

text message marketing
Text message marketing can take your radio station into the 21st century. Credit: Shutterstock

Text message marketing is a great way to connect with your station’s listeners. Here’s why:

  • Americans check their phones 352 times a day, or every 3 minutes. Text messages can more effectively reach your audience than traditional media.
  • Call-in radio formats don’t appeal to today’s audience. People don’t want to wait on hold all day for special offers or contests from their favorite radio stations.
  • Listeners want two-way texting so they can interact directly with their favorite DJs. This personalizes your advertising.

Text Message Marketing to Drive Tune-In

Woman texting
Personalize your station’s programming with message marketing. Credit: Shutterstock

Text messaging can also drive listeners to tune in. SMS marketing can:

  • Promote shows. Texting is an effective way to promote your shows and encourage listeners to check out your programming. Send a message about the next episode, or just remind people that you’re on the air.
  • Promote new music. If there’s a band you think people should hear more of, invite them to listen in with a text message! This idea works especially well if you’re doing live concerts with local bands; it’s a great way to get their name out into the community and keep fans invested in your programming.
  • Run contests. Send tune-in reminders when a show will be running a contest for tickets, gift cards, etc. By making contests only available to on-air listeners, your audience will be more likely to attentively listen.

Build Radio Station Loyalty With Text Message Marketing

Texting is a great way to build loyalty with your listeners. Here are some ways to foster listener loyalty:

  • Customized reminders. Remind listeners about their favorite shows by sending out timely reminders for upcoming episodes. These relevant messages will make them tune in again and again.
  • Personalized polling. Ask questions, poll listeners and engage in other interactive activities that encourage listener feedback. This will make listeners feel like they’re contributing to your programming.
  • Text-in song requests. Listeners will be more loyal when their favorite songs are played. Text messaging makes requests instant, and listeners can avoid the hassle of call-in wait times.

Your radio station will also rise above competing stations with text message marketing. SMS marketing demonstrates that you are actively listening to the community and innovating along with your audience. 

Text message marketing seamlessly combines one of America’s most timeless platforms, radio, with the increasingly mobile demands of the modern listener. By using SMS marketing, your radio station can satisfy listeners, drive tune-ins, build loyalty, and rise above the competition. Here at Purplegator, we’ve worked with many radio stations to build text message marketing campaigns. Contact us today to grow your station and satisfy listeners.

Libby Foster is a Marketing Specialist at Purplegator. She’s currently getting her Master’s Degree in Advertising and Public Relations at the University of Alabama.

How ADA Compliance Can Lawsuit-Proof Your Website

How ADA Compliance Can Lawsuit-Proof Your Website

Did you know that thousands of companies a year are getting sued over their websites? The Americans with Disabilities Act (ADA) requires that all public spaces are accessible to people with disabilities. Websites aren’t an exception, a caveat many companies unfortunately often realize when it’s too late. We’ll outline the importance of your website’s ADA compliance throughout this article.

How Does the ADA Apply to Your Website?

For blind, visually impaired, epileptic, and hearing impaired people, your website may be a nightmare. If your website isn’t equipped with disability accommodation software, it may not be fully accessible to people with these disabilities. They have a right to sue as a result.

Making your website ADA compliant is ethical and cost effective. Credit: Shutterstock

Adding optional settings like screen readers, enhanced visuals, and flash-free visuals to your website can make it more accessible and safer for people with disabilities. Check out our website’s homepage for a great example.

The Bottom Line: ADA Compliance Lawsuits Are Costly

Plaintiffs file over 10,000 lawsuits against companies annually for their websites’ ADA noncompliance, according to the American Bar Association. Large and small companies are both at risk. In fact, 75% of digital ADA lawsuits target companies that have less than $25M in annual revenue.  Companies that settle early typically pay plaintiffs between $7,000 and $20,000 and spend $5,000 to $20,000 on website remediation. 

Since the ADA’s application to websites is so new, cases that go to court can take years to get resolved. Winn Dixie ended up spending $250,000 on website remediation over the course of an accessibility lawsuit.  Small companies aren’t safe either. Midvale Corp, a smaller restaurant group, had to pay a blind plaintiff after they couldn’t access their website with a screen reader in 2019. BMI Travelware, a retailer, also lost their ADA accommodation suit. These organizations paid each individual plaintiff $4,000 along with a mountain of legal fees. All it takes is a small website update to avoid these extra costs.

Making your website accessible is both the ethical and economic choice for your business. Purplegator can provide you with a free assessment of your website’s ADA compliance today.

Google Ad Grants: Grow Your Nonprofit Affordably

Google Ad Grants: Grow Your Nonprofit Affordably


Almost 20% of nonprofits have no allocated budget for marketing. In a field that’s so focused on giving back, many nonprofits forget the importance of promoting their missions for sustained growth. Google Ad Grants are a perfect place to start for nonprofits new to digital marketing. We’ll outline how to get a Google Grant and grow with it.

What is a Google Ad Grant?

Digital marketing is key to nonprofits’ sustained growth. Credit: Shutterstock

Let’s start with the basics: a Google Ad Grant provides up to $10,000 a month ($329 a day) in search page advertising to qualified 501(c)(3) nonprofits. Your organization can only use this budget for search ads on Google.com. Hospitals, schools, and governmental organizations are not eligible for Google Grants.

Once a nonprofit is approved for a Google grant, there is no end to the period that they can receive funding. To continuously receive funding, though, a nonprofit must keep their account active and reach advertisement engagement benchmarks. Nonprofit organizations often juggle many responsibilities with a small staff, so it may be best to hire a qualified marketing agency to handle the grant application and implementation. While you may pay the agency for its services, the advertising budget should more than compensate for that cost. 

How Can it Benefit Your Nonprofit?

Google Ad Grants can drive donations and support to your nonprofit. Credit: Shutterstock

Google Grants allow your nonprofit to appear highly in results for targeted search terms. This can benefit your organization in many ways:

  • Encouraging donations
  • Educating the public about your mission
  • Reaching target audiences for your nonprofit’s services
  • Recruiting volunteers

How to Apply for a Grant

  1. Start by applying through Google for Nonprofits.
    1. Your application to be a Google-verified nonprofit will go more quickly if you have a TechSoup account.
    2. If not, make sure to have a 501(c)(3) verification letter and your EIN number ready. 
  2. Once your application is approved, sign in to Google for Nonprofits. 
  3. Click “Activate Products” then “Get Started” under “Google Ad Grants.” 
  4. Build out your Google Ads account with appropriate campaigns and keywords.
    1. Select keywords that are relevant to your audience.
  5. Build multiple campaigns with numerous ad groups to optimize performance.

These steps seem very simple at first, but Google holds you accountable to your ads’ performance….

Google Grants Benchmarks

Here are some of the key benchmarks Google uses to determine if your campaigns can keep running: 

  • 5% click through rate
    • Failing to reach this for two months results in account deactivation
  • One meaningful conversion per month 
  • Campaign structure
    • 2 ad groups per campaign 
    • 2 individual ads per ad group
    • Specific links of your website on each ad campaign
  • Keywords
    • Quality score higher than 2
    • No single-word keywords
  • Activity
    • Monthly account login 
    • Changes to account every 90 days 

To achieve Google’s 5% click through rate, compelling copywriting is key. In addition, a carefully crafted capture page helps track and optimize your conversions. Finally, keyword tracking software can help you select search phrases that align with your target audiences. Here at Purplegator, we have proven experience with search page advertising. If your nonprofit is considering a Google Grants campaign, reach out to us today. We’d love to help you make even more of a difference. 

Libby Foster is a Marketing Specialist at Purplegator. She’s also an Advertising and Public Relations master’s student at the University of Alabama.

Your Go-To Google Search Guide for 2023

Your Go-To Google Search Guide for 2023

Google is the most visited website in the world. Given the website’s dominance, it’s important to stay updated on the key trends and statistics for the platform every year. We’ve compiled a list of this year’s most important facts so you can stay at the top of your Google search game.

Google Search Traffic

Google search is an incredibly powerful way to boost your brand recognition. Credit: Shutterstock

People visited Google 84.7 billion times in August 2022 alone. That’s 10.6 times more than the world’s population. 

92.7% of all searches are done through Google. The next most popular search engine, Bing, accounts for 2.8 percent of total searches

63% of Google’s US organic traffic comes from mobile devices. Google also has a mobile-first SEO policy, which means that your site will be ranked based on your mobile results rather than desktop results. Now more than ever, it’s important to adopt a mobile-first marketing strategy

Search Engine Marketing Statistics

Search Engine Marketing
Google search statistics should inform your search engine marketing strategy. Credit: Shutterstock

Since Google is such a dominant player, it’s a great platform for search engine marketing (SEM). It’s important to understand how users interact with Google’s results so that you can build your SEM strategy effectively. 

Google users click on the very first search result 39.6% of the time. You can optimize your SEO and invest in Google Search ads so that your business appears first. 

Importantly, organic search results still pay dividends. 65% of people click on organic links rather than sponsored links on Google. Make sure to write clear and engaging title tags and meta descriptions so that users will want to click on your content. 

91% of websites have no organic traffic on Google, however. This is because the vast majority of users stop scrolling after the first page of Google results. Check if your site shows up on the first page of results for your target keywords. If not, it would be smart to invest in some SEO development. 

Google Ads can bring your site to the first results page quickly. 19% of searchers click on a Google Ad during their search. If you want to make your site stand out quickly, Google Ads are the way to go. 

Moreover, Google Ads have an $8 return on investment for every $1 spent. This return on investment (ROI) can vary widely depending on how your Google Ads campaign is implemented, though. As a result, it’s best to enlist an employee or an agency with expertise on Google Ads when you decide to invest in them. 

It’s clear that Google is the dominant presence in all things digital advertising. It has endless potential to grow your business, and it’s important to be informed and intentional as you craft your Google presence.

Libby Foster is a Marketing Specialist at Purplegator. She’s currently getting her master’s in advertising and public relations at the University of Alabama.